Abstract: Uniform Resource Locators (URLs) or other network information identifiers embedded in television signals are processed in order to permit viewers to customize the display of a corresponding program. In an illustrative embodiment, at a time prior to the scheduled display of a program or portion thereof, a given viewer makes a selection of one of a number of available alternate characteristics for the program, such as one of a number of available alternate endings. At a later time, a base URL embedded in the television signal is extracted and processed using the viewer selection in order to generate a combined URL. The combined URL is then used to establish a connection over a network with a corresponding web site or other information source, and information is retrieved from the web site and stored in a memory. The retrieved information is subsequently taken from the memory and used to modify the manner in which the program is displayed to the viewer.

Abstract: Uniform Resource Locators (URLs) or other network information identifiers are transmitted with television signals in order to permit web content to be displayed in synchronization with television programming. In an illustrative embodiment, URLs are embedded in a closed caption portion of a transmitted television signal, and delimited from the closed caption text using predetermined delimiting characters. A decoder extracts the URLs from the television signal, and supplies the URLs to a retrieval device which automatically retrieves corresponding web pages or other similar information over a network. The retrieved web pages are then displayed to a viewer in synchronization with related programming in the television signal. The retrieval device may be a set-top box associated with a television set that displays both a retrieved web page and the corresponding television picture portion of the television signal.